Heineken challenges New York travellers to drop everything and play 'Departure Rolette'

Global beer brand Heineken has begun a challenge travellers to take a trip into the unknown through its ‘Departure Roulette’ activity, where people departing can gamble to go to another random destination instead.

The ’travel experiment’ is the latest instalment of the company’s ‘The Voyage’ campaign, where those travelling from JFK Airport in New York, over the age of 18, can change their destination for a trip of a lifetime with just the press of a button. However, they must be willing to travel immediately to the new destination instead and immediately board a plane to an unknown destination.

The activity was inspired by ‘Dropped’ where Heineken sent four men to remote destinations around the world to film their experiences and the challenges they faced.

Belen Pamukoff, brand director for Heineken explained that the brand was out to prive that a legendary voyage could not be planned. “It should welcome random experiences where improvisation is the only way forward. This summer, in a variety of exciting ways, we are plucking guys from their everyday lives and dropping them into a world unlike anything they’ve ever seen.”

Meanwhile, the accompanying TV campaign ‘The Voyage’ began to run in the US this week (see above), while episodes from the US version of Dropped will also run on the Heineken website and YouTube channel from 22 July, across three episodes.